According to a dipstick survey carried by Lintas Lowe and Partners, the launch of Star’s FM channel, Radio City has managed to increase radio listeners in Bangalore by almost 50 per cent.
About 83 per cent of the listeners listen in the morning, while 61 per cent of the listeners tune in to what the radio has to offer in the evening. While 45 per cent of the listeners tune into Radio City from home and 14 per cent listen to the new FM channel in their cars only. About 73 per cent of the regular listeners tune in for more than four days a week for more than 30 minutes.
The dipstick survey also recorded a high recall rate of advertisements. The Airtel advertisement recorded a recall rate of 32 per cent while that of Pizza Hut and Deepam recorded a recall rate of 18 per cent. Corporates like Tanishq have also carried out ad campaigns on Radio City. Tanishq used the medium last month for its fifth anniversary initiatives.
The study found that only 12 per cent of the listeners find it excellent, while 50 per cent think it is good. While 31 per cent of the listeners think it is moderate, seven per cent think of the channel as bad.